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Jason Piasecki, CEO of Muskegon-based new media marketing company Qonverge, has been on the leading edge of bringing technology into the business of marketing West Michigan companies. Piasecki agreed to a virtual interview with staff reporter Joe Boomgaard for Portal. |
MiBiz: How did you get your start? What’s your background?
JP: I graduated from Central Michigan University with degrees in marketing and graphic design. After college, my first two jobs were with small manufacturing companies in the Detroit area. At both companies, I was able to determine and execute their marketing strategy. During that time, I developed both company’s first Web sites. This was in the mid-1990s when the Web was just beginning to gain popularity. I realized there was a tremendous need in this type of small- to medium-sized company to create quality marketing material. So in 1998 while still in Detroit, I started ImageQuest Design to develop Web, print and multimedia marketing tools for businesses and organizations. In 2002 after the birth of my twin daughters and with my son on the way, my wife and I moved back home to Muskegon. In 2006, I merged ImageQuest Design with Advanced Video Presentations to form Qonverge. Since then, we have been executing marketing campaigns and implementing brand strategies for clients throughout the nation.
MiBiz: In your professional life, how has technology changed the way you do business?
JP: Technology is constantly evolving. We use it to communicate more effectively to our clients and each other. E-newsletters have replaced printed newsletters. Interoffice instant messages get faster answers than e-mails. With our clients, just because they are smaller than their competition, that doesn’t mean they have to settle for anything. Technology is the great equalizer in marketing today. It’s our job to stay on top of innovations in technology to drive traffic and generate revenue for our clients.
MiBiz: What’s your goal with the Inside Muskegon podcast? How does that use of technology help your business and the region?
JP: My goal with Inside Muskegon was simple when I first started in November 2005. Muskegon is experiencing tremendous positive change. The podcast is my way of documenting the stories and people making a difference in the community. After the first three episodes, my plan was to do maybe a dozen podcasts and call it good. Well, here I am after 100 episodes and over 150,000 downloads and I’m still going strong. There is no shortage of great stories to be told, so I don’t see stopping any time soon.
The podcast has helped the region by raising awareness of many of the good things happening in the area. It has also positioned West Michigan as a leader in podcasting and early adopter of the technology. Our clients have won awards, garnered media attention and gained industry praise for their use of this innovative marketing tool.
MiBiz: At Qonverge, how do you balance technology and cost when developing marketing for your clients?
JP: We start by determining what the client is trying to communicate to their customers. Then we develop a strategy to deliver that message. Everything we do with technology revolves around the client’s marketing needs. The delivery of the message will most likely involve a mix of traditional media (advertisements, brochures, printed literature) and emerging media (Web sites, podcast, online video). The key is consistency of the message across a variety of mediums. In other words, are the client’s advertisements saying the same thing as their Web site?
Using technology to market a business is oftentimes the most cost effective way to deliver a message. Adding a video that can be viewed over and over again from a client’s Web site is more affordable than a 30-second television ad that might be seen once or twice. A podcast that can be downloaded anytime, any day is less expensive than a series of radio spots.
MiBiz: Covering a variety of media, how do you stay in touch with the tech trends and best practices? What’s your way of keeping tabs on the pulse of the rapidly changing field?
JP: First, I listen to what people that are immersed in technology are saying. That comes from my co-workers, peers, podcasters, bloggers and authors. I talk to people in the know. I listen to podcasts, read blogs and read – OK, listen to – technology-related books.
There’s a saying that you should be a sponge when it comes to absorbing information. I view it a little differently. I think you need to be a filter. There is so much information out there that it can be overwhelming. I organize the information into containers, filter out the noise and devour what is applicable to my life and business. A few of the tools I’m currently using to do that are Netvibes and iGoogle for managing RSS feeds and iTunes for organizing podcast subscriptions.
Finally, you have to get your hands on the technology. There are so many great tools available. You can’t be afraid to roll your sleeves up, get your hands dirty and play. I say "play" because once you start experimenting with technology, it’s fun. The bonus is along the way you will find tools that make your life easier.
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